Reckitt Benckiser picks Gaviscon brand marketer

Reckitt Benckiser (RB) has appointed pharmaceutical company Wyeth’s former marketing director Mark Cooper to lead the global strategy of its Gaviscon brand.

In his new role as global category marketing manager, he will report to global category director Anand Sharma.

Cooper left Anadin-manufacturer Wyeth in March in the middle of a review of the company’s &£6m advertising business at Publicis (MW March 25). Following his departure, the pitch was delayed pending his replacement. He has since been replaced by Katherine Brown, category director at sister company SMA Nutrition (MW April 5). Brown appointed DDB London to Anadin’s advertising account (MW August 12).

At RB, Cooper will be responsible for Gaviscon’s advertising and media strategy. He will also lead new product development.

The latest television ad for Gaviscon, created by J Walter Thompson, shows a devil representing the burning pain of heartburn. The ad for Gaviscon Gavilast promotes the brand’s “long-lasting” proposition.

Last year, its TV ad fell foul of the Government’s health regulatory agency. The Medicines and Healthcare products Regulatory Agency (MHRA) asked the advertiser to amend the phrase “New Gavilast from Gaviscon”. It ruled that the ad was misleading and suggested that the products were interchangeable. According to MHRA, Gaviscon is suitable for pregnant women, but not Gavilast.

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